Sanjoo Malhotra, a Welcomgroup Graduate School of Hotel Administration (Fourth Course) graduate who has been living and working in Sweden for 20 years, is an avid promoter of Brand India as well as Indian Culture and Cuisine in his adopted country. In the early 2000s, Sanjoo worked for e2home, an Ericsson/Electrolux joint venture conceptualising new products and services for the Smart Home and Smart Kitchen.
In October 2011, Sanjoo won a global competition and was selected as a Quality Hunter (Food & Drinks) for Finnair and Helsinki Airport’s Quality Hunting Programme, a global social media initiative. He blogged on food and drink trends, ideas and innovations, eating his way through Kyoto, Tokyo, Paris, Singapore, Berlin, Prague, Bangkok, Rome, Helsinki and New York. His idea of a ‘Meat Free Monday’ was voted the best to reduce humanity’s carbon footprint and it led to the introduction of vegetarian cuisine on Finnair’s long-haul flights.
Over the years, he has been bringing culinary tour groups into India, conducting Indian cookery classes in Stockholm, and appearing on Swedish radio and television to promote Indian food.
From 2013, Sanjoo, in association with the Embassy of India in Sweden, CII and Incredible India, has been organising the business and cultural event, India Unlimited, to brand and market India. In 2015, on the eve of President Pranab Mukherjee’s visit to Sweden he organised the cultural event Namaste Stockholm. He repeated the event in 2016 in both Stockholm and Gothenburg, Sweden’s second largest city, and is working together with the City of Stockholm to curate a six-day event, starting on August 15, 2017, to promote Indian culture, food, business and travel destinations to celebrate [email protected]